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Technical products have become more than practical tools to us. Mobile phones, for example, are a constant companion in daily life. Besides purely pragmatic tasks, they fulfill psychological needs such as relatedness, stimulation, competence, popularity, or security. Their potential for the mediation of positive experience makes interactive products a rich source of pleasure. Research acknowledged this: in parallel to the hedonic/utilitarian model in consumer research, Human-Computer Interaction (HCI) researchers broadened their focus from mere task-fulfillment (i.e., the pragmatic) to a holistic view, encompassing a product's ability for need-fulfillment and positive experience (i.e., the hedonic). Accordingly, many theoretical models of User Experience (UX) acknowledge both dimensions as equally important determinants of a product's appeal: pragmatic attributes (e.g., usability) as well as hedonic attributes (e.g., beauty). In choice situations, however, people often overemphasize the pragmatic, and fail to acknowledge the hedonic. This phenomenon may be explained by justification. Due to their need for justification, people attend to the justifiability of hedonic and pragmatic attributes rather than to their impact on experience. Given that pragmatic attributes directly contribute to task-fulfillment, they are far easier to justify than hedonic attributes. People may then choose the pragmatic over the hedonic, despite a true preference for the hedonic. This can be considered a dilemma, since people choose what is easy to justify and not what they enjoy the most. The present thesis presents a systematic exploration of the notion of a hedonic dilemma in the context of interactive products.
A first set of four studies explored the assumed phenomenon. Study 1 (N = 422) revealed a reluctance to pay for a hedonic attribute compared to a pragmatic attribute. Study 2 (N = 134) demonstrated that people (secretly) prefer a more hedonic product, but justify their choice by spurious pragmatic advantages. Study 3 (N = 118) confronted participants with a trade-off between hedonic and pragmatic quality. Even though the prospect of receiving a hedonic product was related to more positive affect, participants predominantly chose the pragmatic, especially those with a high need for justification. This correlation between product choice and perceived need for justification lent further support to the notion that justification lies at the heart of the dilemma. Study 4 (N = 125) explored affective consequences and justifications provided for hedonic and pragmatic choice. Data on positive affect suggested a true preference for the hedonic - even among those who chose the pragmatic product.
A second set of three studies tested different ways to reduce the dilemma by manipulating justification. Manipulations referred to the justifiability of attributes as well as the general need for justification. Study 5 (N = 129) enhanced the respective justifiability of hedonic and pragmatic choice by ambiguous product information, which could be interpreted according to latent preferences. As expected, enhanced justifiability led to an increase in hedonic but not in pragmatic choice. Study 6 (N = 178) manipulated the justifiability of hedonic choice through product information provided by a "test report", which suggested hedonic attributes as legitimate. Again, hedonic choice increased with increased justifiability. Study 7 (N = 133) reduced the general need for justification by framing a purchase as gratification. A significant positive effect of the gratification frame on purchase rates occurred for a hedonic but not for a pragmatic product.
Altogether, the present studies revealed a desire for hedonic attributes, even in interactive products, which often are still understood as purely pragmatic "tools". But precisely because of this predominance of pragmatic quality, people may hesitate to give in to their desire for hedonic quality in interactive products - at least, as long as they feel a need for justification. The present findings provide an enhanced understanding of the complex consequences of hedonic and pragmatic attributes, and indicate a general necessity to expand the scope of User Experience research to the moment of product choice. Limitations of the present studies, implications for future research as well as practical implications for design and marketing are discussed.